Exploring SACIA members’ perceptions of digital transformation and sustainability in the South African sport events subsector post covid-19

Abstract

The COVID-19 pandemic exposed critical vulnerabilities in the sustainability and resilience of the South African sport events subsector, predominantly through widespread event cancellations and severe financial losses. These disruptions have accelerated the need for sustainable solutions, particularly through the use of technology. Guided by Christensen’s Disruptive Innovation Theory, the study aims to assess the role of disruptive innovations such as virtual and augmented realities (VR/AR) and artificial intelligence (AI) in enhancing the sustainability and resilience of sport events. The study explores the perceptions of the digital transformation of the sport events subsector, through the lens of Southern African Communications Industry Association (SACIA) members, one of the largest associations in the South African events sector. Qualitative research was conducted using online focus groups to gather nuanced inputs from members. Findings reveal that while digital transformation is widely acknowledged as a valuable tool for adaptation and engagement, there are concerns regarding access, unemployment, technological readiness and the preservation of in-person event experiences. The study offers practical insights for policymakers, event organisers and stakeholders, emphasising the need for a balanced, inclusive and innovative approach to digital integration in sport events for the sustainable growth and resilience of the subsector.